La economía de la reputación.

La economía de la reputación El impacto económico de la reputación de empresas, líderes y países

Fernando Prado Abuín SVP Reputation Institute Latin America & Iberia

@fpradoRI

@Reputation_Inst #RepTrak

The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved.

Bogotá, 24 de octubre 2019

Agenda para hoy •

La reputación de las empresas – ¿Qué es la reputación corporativa?

– La economía de la reputación.

– Resultados RepTrak® Colombia 2019: las empresas con mejor reputación.

•

La reputación de los líderes – El rol del primer directivo.

– La reputación de un CEO y su impacto en la empresa.

– Aprendizajes del CEO RepTrak® 2019.

•

La reputación de los países – El impacto económico de la reputación de un país.

– Aprendizajes del Country RepTrak® 2019.

– La reputación de Colombia en el mundo.

The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved.

1. La reputaciĂłn de las empresas

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Introducción

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El valor de los activos intangibles Distribución del valor de mercado del S&P 500 13% 20% 32%

68% 83%

87% 80% 68%

32% 17%

1975

1985

1995 Activos intangibles

2005 Activos tangibles

Fuente: Ocean Tomo

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2015

¿Qué es la reputación corporativa?

“La reputación corporativa es una representación perceptual de las acciones pasadas de la empresa y expectativas futuras que describen el atractivo general de la firma para sus grupos de interés clave al compararla con sus principales rivales.”

Charles Fombrun, 1996 Socio Fundador de Reputation Institute The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved.

¿Cómo se construye la reputación corporativa?

Experiencias personales Productos Servicio al cliente Inversiones Empleo

Comunicación de la empresa Branding Publicidad Relaciones públicas Otras acciones de marketing

Perspectivas de terceros Medios de comunicación Internet Líderes de opinión/público experto Redes sociales personales

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Reputación Corporativa Cómo es percibida la empresa

Medir la reputación corporativa con RepTrak®

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Medir para gestionar Lo que no se puede medir no se puede gestionar Para poder gestionar la reputación corporativa es necesario medirla entre cada uno de los stakeholders de la organización. Es preciso:

- Entender cuáles son las expectativas de los grupos de interés.

- Conocer cuáles son las fortalezas y debilidades de la reputación de la -

organización en relación con sus competidores.

Poder fijar objetivos concretos y medir evoluciones.

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El modelo RepTrak ® Medimos los sentimientos que se tienen hacia una empresa, y los explicamos mediante las palancas racionales sobre las que podemos influir para mejorar las percepciones de los grupos de interés hacia la compañía:

De lo Emocional… …a lo Racional

Dimensión Emocional

Dimensión Racional

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El modelo RepTrak®: reputación de empresas

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La economía de la reputación

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La economía de la reputación Experiencia Directa Productos

Inversiones

Servicio al Cliente

Empleo …

Percepciones

Actitudes & Comportamientos

¿Qué hace o dice la compañía?

Marca

Marketing

Publicidad

Proyectos de RSC

RRPP

¿Qué dicen otros de la empresa?

Redes sociales KOLs Medios

Familia/Amigos

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Resultados de negocio

La reputación impacta en los comportamientos de apoyo

Puntuación Pulse

Poo r 039

Compraría sus productos Diría algo positivo Recomendaría sus productos Creo que haría lo correcto Le daría la bienvenida a mi comunidad Trabajaría en la empresa Invertiría en la empresa

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La reputación mueve los mercados Desde 2006 una cartera del RT10 consigue una mucho mayor revalorización que la media del S&P por un factor de…

2.5 X

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® RepTrak

Colombia 2019

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RepTrak® Colombia 2019 18.029 Valoraciones a empresas emitidas por 4.518 consumidores colombianos

170

RepTrak®, la mayor base de datos normalizada de reputación corporativa del mundo.

Compañías evaluadas de las que las 104 más relevantes forman el ranking

Público general En las cinco principales ciudades del país, que conoce algo o bastante cada empresa evaluada

Metodología Cuestionario online llevado a cabo en Colombia (CAWI) por medio de panel

Toma de datos Enero-Febrero 2019 en las 5 principales ciudades del país. Muestras representativas por población, edad y género

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¿Qué dimensiones son más importantes para los colombianos?

13,5%

Oferta, Integridad y Finanzas son las dimensiones con mayor importancia en Colombia

18,7%

13,3%

13,4%

12,3%

12,8% 16,1% N = Adj-R² =

10400 0,719

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Las dimensiones tradicionalmente ligadas a la RSC explican el 41,2% de la reputación de las empresas

Valores medios por dimensión en Colombia

72,3

Se percibe mejor a las empresas en las dimensiones de Resultados financieros y Oferta…

70,0

67,8

… y peor en Entorno de trabajo y Ciudadanía

68,0

69,4 62,9

65,8 66,8

POBRE

DÉBIL

MODERADA

FUERTE

EXCELENTE

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RepTrak® España 2017

El impacto de la reputación en actitudes y comportamientos Apoyo

Confianza

Compromiso

100

100

100

90

90

90

80

80

80

70

70

70

60

60

60

50

50

50

40

40

40

30

30

30

20

20

20

10

10

10

40

50

60

70

80

90 R² = 0,9047

Una mejora de 5 puntos en la reputación aumenta el apoyo a la compañía en un 5.4%

40

50

60

70

80

90 R² = 0,9203

Una mejora de 5 puntos en la reputación aumenta la confianza en la compañía en un 4.6%

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40

50

60

70

80

90 R² = 0,9148

Una mejora de 5 puntos en la reputación aumenta el compromiso con la compañía en un 4.7%

¿Cómo afecta el sector de mi empresa a su reputación?

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Reputación por sectores en Colombia 2019 Tecnología (5)

7 8,9

Hostelería y restauración Cadenas de comidas(3) (3)

7 8,0

Automoción Automotriz (6) (6)

7 5,4

Consumo (11)

7 4,8

Alimentación (14)

7 3,7

Construcción e industria (6)

7 3,1

Retail - Varios (12)

7 1,7

Aerolíneas (3) Información y medios (4)

66,3

Financiero (15)

65,7

Cajas de Compensación (4) Servicios (4)

65,2

Transporte y logística (7) Telecomunicaciones (5) Energía (8)

69,4

68,7

Media de reputación de las 104 empresas del ranking RepTrak® Colombia 2019

62,3 60,9 56,6 POBRE

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DÉBIL

MODERADA

FUERTE

EXCELENTE

Los mejores resultados en cada dimensión de la reputación

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Top 10 - Oferta de productos y servicios

POBRE

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DÉBIL

MODERADA

FUERTE

EXCELENTE

Top 10 - Innovación

POBRE

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DÉBIL

MODERADA

FUERTE

EXCELENTE

Top 10 - Integridad

POBRE

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DÉBIL

MODERADA

FUERTE

EXCELENTE

Top 10 - Entorno de trabajo

POBRE

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DÉBIL

MODERADA

FUERTE

EXCELENTE

Top 10 - Ciudadanía

POBRE

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DÉBIL

MODERADA

FUERTE

EXCELENTE

Top 10 - Liderazgo

POBRE

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DÉBIL

MODERADA

FUERTE

EXCELENTE

Top 10 - Resultados financieros

POBRE

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DÉBIL

MODERADA

FUERTE

EXCELENTE

Las compañías con mejor reputación en Colombia

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Las compañías con mejor reputación en Colombia

81,2

POBRE

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DÉBIL

MODERADA

FUERTE

EXCELENTE

Las 50 empresas con mejor reputaciĂłn corporativa

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Evolución de la reputación de 85,0 81,2

81,2

80,0

70,0

80,4

+ 1,1

- 1,1

Reputación (Pulse)

75,0

79,2

80,1

75,5

74,9

81,2 74,1

68,62

65,0

74,8 60,0 55,0

RepTrak® Colombia 2019

Año

2017

2018

2019

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Familiaridad vs. Reputación

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La familiaridad no garantiza la buena reputación, pero es relevante

MAR Alpin Prod Juan Nike

90

80

Sony Crep Goog Totto

69,4

RepTrak® Pulse

70

60

Netf Micr

50

40

30

20 20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

Nivel Familiaridad (%)

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75%

80%

85%

90%

95%

100%

Toyo Appl Artu Colga adida Colo

Reputación vs. Sostenibilidad

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Responsabilidad Social Corporativa Comisión Europea

“La responsabilidad de las empresas por su impacto en la sociedad.”

“Las empresas deberían poner en práctica un proceso para integrar las preocupaciones sociales, medioambientales, éticas, de derechos humanos y de los consumidores en sus operaciones y estrategia de negocio en colaboración con sus grupos de interés.”

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Reputación corporativa versus Sostenibilidad

RSC

Reside en la empresa

REALIDAD

REPUTACIÓN

Reside en la mente de los “stakeholders”

PERCEPCIÓN

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La RSE explica una buena parte de la reputación 2019

Las dimensiones más relacionadas con la RSE explican más del 40% de la reputación de la empresa

12.9% 13,5%

18,7% 21.6% 13.1% 13,4%

12.5% 13,3%

14.1% 12,8%

10.8% 12,3% 15.0% 16,1% Factor Adjusted Regression N = 10,400 Adj-R² = 0.719

41,2% The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved.

Modelo de negocio de la RSE

RSE

Realidad

Reputación

GAP

Conductas de Apoyo

Percepción

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$

La gestión de la reputación

Riesgo Buena

PERCEPCIÓN Mala

Oportunidad Mala

Buena

REALIDAD

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Modelo de negocio de la RSE

RSE percibida

Reputación

Conductas de Apoyo

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$

CSR RepTrak® TOP 20 (RSE percibida) 1

76,1

11

72,9

2

75,3

12

72,8

3

75,1

13

72,5

12.9% 13,5%

4

74,7

14

72,5

5

74,6

15

72,1

6

74,3

16

72,0

7

74,0

17

71,2

8

74,0

18

71,0

9

73,2

19

70,9

10

73,1

20

70,9

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18,7% 21.6% 13.1% 13,4%

12.5% 13,3%

14.1% 12,8%

10.8% 12,3% 15.0% 16,1%

Algunas conclusiones

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Reputación y creación de valor •

La reputación de una empresa en un factor clave en la creación de valor, pues influye en los comportamientos de apoyo de los stakeholders.

•

Para poder gestionar la reputación es preciso poder medirla entre cada grupo de interés relevante, establecer KPIs y desarrollar un proceso de trabajo que integre distintas áreas de la empresa.

•

Gestionar la reputación implica buscar el balance correcto entre gestión interna y comunicación externa: realidad y percepción.

•

Comunicar sus iniciativas de RSE es necesario para construir reputación y por tanto mejorar el negocio.

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2. La reputación de los líderes

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Definición tradicional del rol del CEO Los buenos líderes crean una visión, articulan la visión, poseen apasionadamente la visión y la conducen implacablemente hasta su realización…como CEO la expectativa es principalmente entregar a largo plazo valor para el accionista con riesgo ajustado.

Jack Welch, Ex-CEO, General Electric

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Pero la reputación de un CEO no puede depender sólo de los resultados financieros

“El análisis estadístico de Reputation Institute indica que el 35% del legado de un CEO se puede explicar por el rendimiento financiero, y el 65% restante por criterios no financieros.

“El legado de un gran CEO nunca es tan unidimensional como el libro mayor de contabilidad” Dr. Charles Fombrun, How Do You Rank the World’s Best CEOs?, HBR 2015

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Las sociedad exige a las empresas implicarse en problemas sociales, éticos y políticos

Está emergiendo una nueva era en la que los intangibles

de la reputación están impulsando el cambio político, social y económico y dando a

los CEOs razones para reconsiderar su papel.

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El nuevo CEO activista

La sociedad exige que las empresas, tanto públicas como privadas, tengan un propósito social. Para prosperar en el tiempo, cada empresa no sólo debe ofrecer un rendimiento financiero, sino también mostrar cómo hace una contribución positiva a la Sociedad.

Larry Fink, Presidente y CEO, Blackrock 2018 Letter to CEO’s

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El modelo CEO

® RepTrak

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El modelo CEO RepTrak® PENSAR

SENTIR

REPTRAK®

DIMENSIONES CEO Consideración Cognitiva

PULSE CEO REPTRAK® Vínculo Emocional

El CEO tiene una fuerte imagen de liderazgo, una visión estratégica clara y anticipa el cambio.

LIDERAZGO

El CEO tiene buenas habilidades comunicativas, una perspectiva global y es considerado altamente influyente.

INFLUENCIA

El CEO actúa responsablemente, se comporta éticamente y se preocupa por causas sociales.

RESPONSABILIDAD

El CEO es un manager objetivo que entiende el negocio y crea valor para las partes interesadas.

GESTIÓN

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El modelo CEO RepTrak®

Hablaría positivamente Trabajaría para él/ella Invertiría en su empresa Lo/la querría como portavoz de mi empresa

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El CEO contribuye a la reputación de la empresa Correlación entre la Reputación del CEO y la Reputación de la Corporación

85,0

Puntuación de Reputación del CEO

80,0 R² = 0,65

75,0 70,0 65,0 60,0

55,0 55,0

60,0

65,0

70,0

75,0

80,0

85,0

90,0

Puntuación de Reputación Corporativa entre Encuestados Familiares con el CEO

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95,0

Impacto del CEO en la reputación corporativa

•

En general, la reputación del CEO a escala mundial representa el

14% de la reputación corporativa. impacto

•

La reputación del CEO en EEUU

16%

representa de la reputación corporativa – es uno de los más altos del mundo.

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Aprendizajes del CEO RepTrak® 2019

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CEO RepTrak® 2019: Ficha técnica

230,000+ Valoraciones individuales

140+ CEOs nominados

Público General Familiarizado con la empresa del CEO y el CEO

Familiaridad Familiaridad total > 10% globalmente

2 meses

Público general

Familiarizado con la Empresa

Enero-Febrero 2019

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Familiarizado con el CEO

1

Se tiene que escuchar la voz del CEO

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Ser visible es importante: el perfil bajo es menos efectivo Asociación entre Familiaridad del CEO y Reputación Corporativa

Los CEOs necesitan crear una comprensión profunda de lo que representan – la familiaridad puede generar un aumento de reputación:

+10,3 pts

100,0

+10,3 pts.

90,0

RepTrak® Pulse de la Empresa

La familiaridad media de los CEOs es del 13% entre el público general – 12% entre las mujeres y 15% entre los hombres.

80,0 70,0 60,0 50,0

40,0 30,0 0%

20%

40%

Not Familiar with CEO

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60%

% of respondents familiar

80%

Familiar With CEO

100%

Nueva era del Activismo del CEO •

El buen liderazgo está

relacionado con la contribución a la sociedad y el comportamiento ético y transparente.

•

Las mayores diferencias entre familiarizados y no familiarizados, se encuentran en dimensiones clave como Ciudadanía e Integridad.

Impacto Reputacional del CEO en las Dimensiones de la Empresa

Encuestados Familiarizados con el CEO

Encuestados no familiarizados con el CEO

72,0

Ciudadanía + 9,9 puntos

62,1

73,1

Integridad + 9,6 puntos

63,5

77,2

Liderazgo + 8,1 puntos

69,1

Diferencia significativa> 1.4

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La familiaridad del CEO impacta en los resultados

Consideración: 19.2% pts

.

impacto sobre la intención de compra y de recomendación

Apoyo: 19.2% pts

La reputación del CEO .

impacto sobre el beneficio de la duda y la confianza en que hará lo correcto

Compromiso: 22.2% pts.

puede ser un importante catalizador y diferenciador

para el negocio.

impacto sobre la inversión y la adquisición de talento

Diferencia en puntos porcentuales entre los familiarizados con el CEO y los no familiarizados (entrevistados que otorgan en una escala de 1-7 una puntuación de 6-7 vs los que otorgan una puntuación de 1-2)

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Consideración: recomendar, hablar positivamente, comprar; Apoyar: beneficio de la duda, confianza, bienvenida a la comunidad; Compromiso: invertir, trabajar para

2

La importancia de la RSE

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Pesos de las Dimensiones CEO RepTrak® Pesos globales de Dimensiones CEO 2019

Ser responsable, 23,5%

75.6

comportarse éticamente y preocuparse por las causas sociales genera casi un

74.0

74.2

32,0%

21,9%

67.8

tercio de la reputación de un CEO. 22,6%

Factor de Regresión Ajustada N = 12.293 Adj-R² = 0,51

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CEO RepTrak® 10: los líderes con mejor reputación

Fabrizio Freda (The Estée Lauder Companies)

Ralph Hamers (ING)

Carsten Spohr (Deutsche Lufthansa)

Chris Nassetta (Hilton Worldwide)

Ben van Beurden (Royal Dutch Shell)

Shuntaro Furukawa (Nintendo)

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Michael Dell (Dell)

Niels B. Christiansen (The LEGO Group)

Emmanuel Faber (Danone)

David Holl (Mary Kay)

Gran caída en el último año: Sundar Pichai, Google Perfil reputacional del CEO Sundar Pichai, CEO de Google desde 2015. En 2018, Pichai fue el CEO con mejor reputación con un desempeño excepcional en Liderazgo: imagen de líder fuerte, clara visión estratégica y conocimiento para anticipar el cambio.

El estilo de liderazgo de Pichai se caracterizaba por dejar a otros el éxito y centrarse más en los resultados que en el ego. ¿Y la reputación de Pichai en 2019?

Tras un año tumultuoso en el que el comportamiento ético de Google fue cuestionado, el CEO #1 de 2018 cae a la posición #88. Con una caída de 8,4 puntos en su reputación, se plantean preguntas sobre la capacidad de liderazgo de Pichai – ¿Es un líder fuerte? ¿Puede anticipar el cambio?

Evolución 2018-19

Reputación

Liderazgo

Responsabilidad

Gestión

Influencia

(8.4)

(6.5)

(1.7)

(4.2)

(3.7)

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A nivel global, Google cayó del puesto #3 al #14. Las causas de la caída de la reputación de Google se encuentran en Comportamiento ético, falta de transparencia, y en la vinculación de estos conceptos con las practices en su entorno de trabajo.

Tocando fondo: Mark Zuckerberg, Facebook Perfil reputacional del CEO Mark Zuckerberg, fundador y CEO de Facebook ha pasado por unos años complicados. Su historia, los comentados problemas de privacidad de datos y la crisis de Cambridge Analytica lo hacen uno de los CEOs más conocidos con 49% de familiaridad en 2018.

En 2018 todavía recibía el beneficio de la duda por parte del público, y su reputación seguía siendo fuerte. ¿Y la reputación de Zuckerberg en 2019?

Paralelamente a la de Facebook, la reputación de Zuckerberg entra en caída libre, con descensos en las cuatro dimensiones, sobre todo en la de Responsabilidad.

Evolución 2018-19

Reputación

Liderazgo

Responsabilidad

Gestión

Influencia

(12.3)

(8.6)

(11.0)

(7.5)

(9.6)

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Facebook ha tenido su mayor caída global en 2019. Los mayores descensos de Facebook están en las dimensiones de Integridad y Liderazgo – consecuencia de los problemas de privacidad de datos causados por la crisis de Cambridge Analytica.

Conclusiones principales •

Los líderes empresariales tienen un rol cada vez más importante en la comunicación de la empresa: el perfil bajo es menos eficiente.

•

El rol de la empresa y del líder empresarial van más allá de conseguir beneficios para los accionistas.

• Ética y transparencia son claves para construir la reputación tanto de los líderes como de sus empresas.

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3. La reputación de los países

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Una marca país funciona como una marca corporativa…

Marca País

Marca local A

Marca local B

Marca local C

Marca local D

… endosando a las marcas locales The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved.

Y aportando contenido a su posicionamiento…

Posicionamiento Marca local A

Atributos compartidos

Posicionamiento Marca País

… para bien o para mal The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved.

La economía de la reputación aplicada a la reputación país Experiencias directas

Percepciones

Actitudes y comportamientos

Comunicación del país

Opinión de terceros

Estereotipos

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Creación de valor

El modelo Country

® RepTrak

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Variables que influyen en la reputación país

Calidad de vida

Entorno natural Ocio y entretenimiento Estilo de vida Gente amable

Calidad institucional Respeto internacional

Nivel de desarrollo

Entorno institucional/político

Marcas y empresas reconocidos

Bienestar social

Tecnología/innovación

Entorno económico Seguridad

Calidad de productos y servicios

Uso eficiente de los recursos

Cultura

públicos

Sistema educativo

Transparencia y corrupción

Gente educada

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El modelo Country RepTrak® Actitudes de Apoyo Recomendaría visitar el país Recomendaría el país para vivir en él Recomendaría el país como lugar para trabajar Recomendaría invertir en el país Recomendaría comprar productos/servicios procedentes del país Recomendaría el país como lugar para estudiar Recomendaría el país para organizar y asistir a eventos

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Country RepTrak® 2019 ATRIBUTO

CALIDAD DE VIDA 38,2%

Gente amable y simpática Entorno natural Estilo de vida Ocio y entretenimiento

ATRIBUTO

CALIDAD INSTITUCIONAL 37,0%

Seguridad Ética y transparencia Respeto internacional Entorno institucional/político Bienestar social Uso eficiente de los recursos Entorno económico

ATRIBUTO

NIVEL DE DESARROLLO 24,7%

Gente educada y confiable Cultura Calidad de productos y servicios Sistema educativo Marca y empresa reconocidas Tecnología e innovación

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PESO

8,7 7,2 7,1 6,9

PESO

7,5 6,8 6,5 6,0 5,8 5,7 4,8

PESO

5,1 4,9 5,0 4,3 4,2 3,4

Adj R2 = 0,722 N = 57.600

Impacto económico de la reputación de un país

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Relación entre reputación y actitudes de apoyo VIVIR

0.76 T RABAJAR

0.73 COMPRAR

0.73 EST UDIAR

0.72 VISITAR

0.72 INVERT IR

0.71 ASIST IR A EVENT OS

0.69 Análisis basado en los resultados de España del Country RepTrak® 2018

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Indicadores económicos

Impacto económico de la reputación de un país 1 punto de incremento en la reputación del país resulta en 0.9% de incremento en la proporción de llegadas de turistas per cápita

1 punto de incremento en la reputación del país resulta en 0.3% de incremento en los ratios de exportaciones ($)

Análisis basado en los resultados de España del Country RepTrak® 2018

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Resultados Country RepTrak® 2019

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2019 Country RepTrak® 58.000+ Valoraciones individuales

La mayor base de datos normativa sobre reputación de países del mundo.

55 Países con mayor PIB

Público general Algo o muy familiarizado con el país evaluado

2 meses Marzo-Abril 2019

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Ranking Country RepTrak® 2019

Variaciones vs. 2018

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Reputación versus conocimiento Reputation and Awareness Quadrant 70%

High Awareness Low Reputation

United States of America

High Awareness High Reputation

Italy

Germany

Spain

France

60%

Canada

United Kingdom

Russia

Japan

Awareness

Greece China 50%

Mexico Egypt India

Turkey

Mean Awareness: 43.7%

Portugal Thailand

Brazil

Israel

40%

Iraq

Iran

Pakistan 30%

South Africa Argentina Poland Czech Republic South Korea Colombia Saudi Arabia Philippines Vietnam Romania United Arab Emirates Peru Venezuela Singapore Indonesia Taiwan Chile Algeria Malaysia Qatar Nigeria

Switzerland

Ireland Belgium

Australia Norway Sweden Austria Netherlands Denmark

Finland New Zealand

Bangladesh

L0w Awareness Low Reputation

20% 20,0

30,0

Mean Reputation: 60.9 40,0

50,0

60,0

Country Reputation

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70,0

Low Awareness High Reputation 80,0

90,0

La reputación de los países latinoamericanos en 2019 Índice de reputación en antiguo G8

Campo en antiguo G8: Francia, Alemania, Reino Unido, Italia, Estados Unidos, Canadá, Rusia y Japón

70,0 60,0 50,0 40,0 30,0 20,0 10,0 0,0

63,0

62,2

60,6

60,3

59,8

57,9

57,6

56,9

56,7

56,2

56,1

56,1

53,7

52,3

51,7

49,5

47,2

45,2

44,1

37,7

34,2

33,8

41,2

Índice de reputación en Latinoamérica

Campo en Latinoamérica: Argentina, Brasil, Chile, Colombia, México y Perú

70,0 60,0 50,0 40,0 30,0 20,0 10,0 0,0

66,0

61,6

60,8

59,6

58,9

57,3

56,9

56,1

55,5

54,4

54,3

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53,2

51,6 43,5

41,4

39,4

23,1

Country RepTrak®: evolución de la reputación de Colombia 68,4

70

59,5

60

57

50

64,4

51,5

51,6

60,5 58,4 55,3 53,2

50,2

65,3

51,0

46,6 47,6

45,3 40 40,3

41,6

42,0

42,3

2011

2012

2013

47,0

48,0

45,3

44,1

30 2010

G8

2014 Latam

2015

2016 Colombia

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2017

2018

2019

Perfil de imagen: Colombia en el antiguo G8 Dif. Colombia vs set de referencia

Valor atributos

Importancia

Evo. 2018 -2019 5,2%

74,1

Entorno natural

3

64,6

Gente amable y simpática

1

5,0%

60,1

Ocio y entretenimiento

5

4,6%

46,2

Cultura

11

-1,2%

-14,9

44,4

Calidad de productos y servicios

12

-2,2%

-15,3

37,6

Marcas y empresas reconocidas

16

-16,0

45,8

Estilo de vida

4

-16,4

40,1

Bienestar social

10

-16,5

38,7

Respeto internacional

7

-17,0

38,5

Uso eficiente de los recursos

9

43,7

Gente educada y confiable

13

-19,4

41,5

Sistema educativo

15

-19,5

34,9

Entorno institucional/político

8

36,7

Entorno económico

14

-6,1% -6,9%

-2,7

-5,0 -9,7 -12,8

-17,9

-21,1 -21,2 -22,6

-25,6

34,2

Tecnología/innovación

17

28,7

Ética y transparencia

6

32,5

Seguridad

2

Set de referencia: Las 55 principales economías del mundo

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-4,9% -1,9% -5,9% -3,7%

-7,7% -1,9% -3,8% -6,9%

-10,2% -5,3%

La gestión de la reputación

Riesgo Buena

PERCEPCIÓN Mala

Oportunidad Mala

Buena

REALIDAD

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¡Gracias! www.reputationinstitute.com @fpradoRI #RepTrak

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